Limited edition candy

Limited Edition (LE) candy is specialized candy manufactured for a limited time period, typically eight to twelve weeks.^[1] Limited-edition as a candy marketing strategy was first used in 2003; by August 2005, more than 60 limited-edition candy varieties had been marketed.^[2]

Hershey's Dark Kisses (released as limited-edition in July 2003),^[1] Kit Kat White Chocolate,^[2] and Reese's White Chocolate^[2] were eventually made permanent due to customer demand.

LE candy are often used for cross-promotion with films.^[1]

Some believe that LE candy merely builds upon base brand sales;^[1] others believe in the long-run that they "cannibalize base brand sales."^[2]

Some vendors, notably Six Flags, are reluctant to carry LE candy, preferring "proven sellers."^[2]